Interview with Adriano Biscardi
When did you start your collaboration with Farina?
and I met by chance at Vinitaly in the eighties, with him I established
a great friendship as well as a professional relationship. There was an
immediate feeling, and since then we started importing Farina wines in
Canada. Over the years we've grown together, until Remo suddenly passed
away and we did not know how things would have changed. There was a
brief period of impasse, but then, thanks to an acquaintance who
mediated, relationships have strengthened and today are even
stronger. Step by step qualitative changes and investments have been
made, and we got the current results. What role do you play for Farina?
am an importer and distributor in the Canadian market, the most
important market for Farina until today. My company, Majestic Wine,
distributes wines and spirits from around the world (Australian,
Chilean, Portuguese), but our strength is Italy, since I am an Italian
who emigrated to Canada many years ago. I arrived in 1967, I started to
import wine in 1979 and soon after, in 1983 I met Remo Farina. Farina is
in my heart because I helped its growth in the Canadian market from the
beginning. What has the generational change brought?
a turning point. Claudio and Elena have made changes and investments,
also following my advice regarding the Canadian market and the results
are now visible to all. With them we tried to change a bit the wine
style, going from an "old school" Amarone, to softer, smoother wines,
following what the Canadian market demanded.
What are the characteristics of the Canadian market?
is an advanced market in terms of products, unlike in the US where you
drink it all. It is a sophisticated and demanding market, and also
requires more and new wines, updated to the needs of the consumer.
What do you think of Farina wines today?
the cheapest to the most expensive, they are wines that can compete
with any other wine in the same category for the value that is inside
each bottle. What is your favorite wine among Farina’s?
Amarone Monte Fante.
The one with the highest potential?
basic Amarone, a product in which quality and price are very
balanced. In Canada it is easier to sell a $40 wine than a $70 one,
that’s why we work very well with the Ripassos, which have lower prices
but are equally valid. What price range sells more in Canada?
ranging from $35 to $45 sell very well. The best-selling is classic
Amarone. Instead the Monte Fante, which I mentioned above, is in the
price range of the Great Amarone.
What is the most important result achieved by Farina in Canada?
weeks ago we had a promotion on Farina’s Ripasso "Le Pezze" for a week
in the Monopoly shops. We also advertised it on the radio. Surprisingly
it was a record with 2370 cases sold, compared to the previous 2070
cases record hit with Valpolicella classic. At the moment Farina holds
the record of the best-selling product in a week.